Hansen Marudai

Projects

Contact

Transforming Food Discovery

Case Study | University Project

UX Design, UI Design, Design Thinking, User Research

Scroll

Brief

To design a solution to a problem or opportunity within a context of the following streams: Sport, Food, Online Shopping, or Travel. The solution will take the form of a digital user interface on a primary platform (e.g., mobile, tablet, desktop, etc.).

The food stream was chosen for this project.

This project was undertaken as part of my studies at the University of Sydney

The Problem Space

The food industry demonstrated strong consumer relationships with fast food franchises due to loyalty, digital marketing and products that enhance the convenience of these options:

Consumer preferences have shifted towards familiar, well-established fast-food brands

(Montgomery et al., 2012)

Digital marketing strategies have made fast-food options more visible and accessible

(Casielles, 2007)

Advanced technology solutions such as Buy Online, Pick Up in Store (BOPS) through restaurant-specific apps provide ease and reliability

(Liu et al., 2024).

However, there is limited research on how the convenience of fast-food affects the food discovery experience for consumers, particularly in relation to local or lesser-known establishments. This gap presented an opportunity to explore the problem through further research.

Research

62.5%

do not actively seek out new places to eat

87.5%

felt apps and websites do not give enough options for lesser known places

62.5%

said recommendations from friends and family would more likely lead them to try a new food place

100%

said they are interested in a product that enhances their food discovery experience

From survey conducted with 8 participants

Key insights discovered through user interviews:

Consumers are skeptical of unfamiliar food places due to preconceived notions and a fear of disappointment stemming from ambiguity and lack of prior knowledge.

Examples of preconceived notions

The mental effort required to evaluate new food places leads consumers to default to convenient, familiar choices.

Consumers are more likely to try a food place by recommendation. A recommendation can break the preconceived notion.

The research revealed that the challenge extends beyond fast-food loyalty — it lies in the disconnect between consumers and unfamiliar food places, driven by distrust, ambiguity, and perceived inconvenience.

Competitor Analysis

Widely used for location-based search

User reviews and photos

Menu links and filters

Overwhelming choices

Little personalisation

Difficult to trust ratings at glance

High convenience

Fast reordering

Easy comparison of restaurants

Overwhelming choices

Focused on delivery, not dine-in

Little personalisation

Opportunity

Reduce the overwhelming options and create a smoother experience

Encourage exploration

Utilise forms of social recommendations

Problem Statement

Consumers often avoid unfamiliar food places due to preconceived notions, limited information, and fear of disappointment. The mental effort involved in evaluating new options leads them to default to convenient, well-known choices, reinforced by a lack of transparency of the offerings. However, trusted recommendations and social influence can help reduce hesitation and break negative assumptions, suggesting an opportunity to better facilitate confident decision-making when exploring new food experiences.

How Might We

How might we leverage social recommendations to build trust and reduce hesitation in trying new food places?

The Solution

Introducing Flavours

The app that empowers food discovery through social recommendations and preferences.

Interactive Prototype (Use full screen for the best experience!)

Recommendations

Send and receive recommendations of restaurants from your friends.

Personalised Discovery

Discovering new places is more personalised and specific depending on their preferences (Flavours).

Onboarding Screens

Platform Screens

Home

Discover

Restaurant

Profile Screens

Return to Projects

Let's Connect

Send a message

hansen.marudai@gmail.com

Hansen Marudai

Available for work

Based in Sydney, Australia

  • HANSEN MARUDAI